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B&B by Bénédictine is a blend of Bénédictine DOM liqueur and French brandy |
Bacardi Global Travel Retail has announced the roll-out of B&B by Bénédictine at Singapore Changi Airport, following its travel retail exclusive launch in Malaysia in 2013.
B&B by Bénédictine is a blend of Bénédictine DOM liqueur and the finest French brandy – a “˜married’ blend that is said to produce a drier taste than Bénédictine DOM itself. The resulting taste harmonises with the 27 spices and honey at the heart of the original Bénédictine DOM elixir recipe, first created in 1510 by the Benedictine monks of Fécamp in Normandy, north west France.
Working in close collaboration with DFS Changi, Bacardi Global Travel Retail showcased the Bénédictine DOM family in a high-profile promotion – entitled “˜Unveil the Secret’ – over the Mother’s Day season.
Bénédictine DOM and B&B were presented in striking gift packaging. To complete the gifting option, shoppers can choose from two GWP options with the purchase of any two bottles: a red thermos flask featuring a flower design or a red tote bag – both designed for maximum female appeal in this important gift-buying season. The thermos alludes to one of the suggested ritual serves for Bénédictine DOM – with hot rose tea – traditionally served in a small china cup and said to be popular in this part of Asia.
The largest activation was in the main DFS store at Changi Airport Terminal 3, where a branded Bénédictine DOM Mix-It Bar drew in passengers from the main concourse for a tasting.
The heritage of the brand is conveyed through displays of wooden spice boxes, presented in the style of a traditional apothecary, which shoppers can open to experience the key spices featured in the secret Bénédictine DOM recipe. Complementing these displays are antique-style paper scrolls demonstrating the versatility of the brand through three drinking rituals: a serve with hot rose tea; a long, cool refreshing drink with tonic, ice and lemon; and neat.
B&B and Bénédictine DOM Sales and Marketing Director Philippe Jouhaud commented: “The iconic position of Bénédictine DOM in the region and its liqueur category-leading position at Changi makes it the perfect driver of engagement and conversion. Its appeal is multi-faceted; in fact the Singapore Sling cocktail was created using Bénédictine DOM as one of its original ingredients, and we see great potential for future innovation.
“This promotion expresses the brand’s remarkable appeal as a gifting option, particularly in relation to the Mother’s Day gifting period. The innovation in this activity highlights the exciting arrival of B&B and also conveys the versatility and taste of the Bénédictine family, providing more ways to enjoy the unmistakable flavour of this much loved brand.”
According to Bacardi Singapore has had a long relationship with Bénédictine DOM, with the earliest mention of the brand dating to 1884 in an advert in The Straits Times for John Little & Co. Bénédictine DOM is said to have been popular with the Chinese community in the early 20th century, especially with women, and it became a registered trademark in Singapore in 1939.
Exports to Singapore and Malaysia continued to grow and by the early 1950s, this market had become the fourth largest market for Bénédictine DOM globally after France, the US and the UK.
While linked to centuries of Bénédictine DOM heritage, B&B actually also has its own story in the history of liquor, Bacardi noted. In the 1930s Prohibition era, a concoction of Bénédictine and brandy became popular in the speakeasies of New York and this led to the creation of bottled B&B, which the company believes to be the world’s first ready-to-serve cocktail.
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Displays include wooden spice boxes, presented in the style of a traditional apothecary |
